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September 30, 2014

Building brands people

the guide 2015


effectivenaturally.com

Complex strategies
simplified.

Were not your average marketing company.

We build trusted, long-term relationships between businesses and people,


highlighting individual moments that create a competitive advantage.
Its not about tell and sell, frequency and reach, its about creating
a community of ambassadors for what you do based on value and trust.

We dig deeper than a manufactured promise.


We refine the brand,
engage the team,
delight the customer
and accelerate word of mouth.

Were an honest friend with a challenging spirit,


working with progressive and ethical clients to ensure they have
every opportunity to reap the rewards as a brand people love.

99

The percentage of Tasmanian businesses surveyed that could


not provide an answer when asked what made them better
than a competitor in a single question survey.

Our people
Rick Marton
Brand & Culture Architect
Rick is an expert in fuelling positive momentum in business
and careers to provide a competitive advantage and help
his clients punch above their weight.
As a kid, Rick sold his parents car while they were at work.
We guess identifying a buyer has always been in his DNA.
Hes been in business since he was 14 and is fascinated by
the intricacies of human behaviour and the perceptions
that make people behave the way they do.
His intuition can pinpoint an opportunity when others see
confusion and clutter. He becomes connected to the cause
of his clients and whether its a global company or a family
business, he takes their success personally.
Rick has worked across a range of industries and offers 52 years of parallel
experience in modern marketing. He has recently overseen the tourism brand
development for Northern Tasmania as well as driving the business case around
consumer and community engagement for major developments. All of his clients are
performing above industry trend. His insights are also included by such publications
as Kochies Business Builders and Dynamic Business.
If youre wondering how he has 52 years experience? Ask him when next you meet.
Rick facilitates all strategic workshops, coaching, focus groups and stage
presentations whilst also overseeing brand strategy for partner clients.

Nick Waldron

Kallie Billing

Special Projects
and Digital Media

Event Activations
and Partnerships Manager

Nick gets frustrated when things just


dont work as well as they should.
When something isnt quite right, he
has a burning desire to find a better
way. This is important when finding
easy opportunities for a client.

Kallie has a strong background in


the events industry and has a knack
of infusing harmony in to a situation.

After roles in special projects in


Sydney and in both traditional and
integrated media at home here in
Tasmania, Nick continues to stay at
the forefront of trends.
Nicks role is to manage the day to
day relationships of five of our
partner clients, add digital strength
to the team and undertake the
research, strategy and rollout of
effective systems to deliver
consistently great consumer
experiences both on and offline.

Prior to working at effective she


worked in Melbourne with
Kreglinger Wine Estates and is
qualified in marketing with emphasis
on tourism, sponsorships and
stakeholder management.
Kallie manages the day to day
relationships for five of our partner
clients including community
management through social media.
She is also the queen of details and
organisation when it comes to
planning events and brand
activations for our clients.

Refine.
Engage.
Delight.
Accelerate.

I can happily reveal, that now we are in 2013 and using Ricks advice and
methods, we are experiencing a massive year of growth. I highly recommend
Ricks services to anyone looking to accelerate their business potential.

Brett Engeman, Managing Director, Autodata Australia

Brand Discovery
The most clear and effective tailored marketing success strategy available
in Australia under $10,000.
Developing a brand is not just about advertising or a new logo.
Your brand conveys what your organisation stands for, it communicates the
value you offer and its driven by the word on the street.
Brand Discovery has been crafted as the best process for us to analyse
where youre at now, pinpoint what success looks like in the future then
define a holistic but simple strategy to get you there.
Brand Discovery includes:
Analysis of previous marketing spend and its effectiveness
Determine your most successful unique market position
Facilitate a clear destiny, short term mission, core purpose, brand
persona and values.
Profile your perfect customers and their most valued needs
Listing your top 5 messages and examples of an elevator pitch
Strategies for your most qualified communications channels
Top Accelerators and solutions to existing challenges
Clarify, test and strategise the launch of your Next Big Things.
A 12 month calendar to ensure your brand will gain traction and clarity
with initiatives across brand refinement, team engagement, customer
experience, social media and traditional marketing.
Brand Discovery requires a full day of facilitation (or 2 x half days) with all
key decision makers, detailed analysis and surveying by us prior to this and
delivery of the draft roadmap 2 weeks after.
Not sure if this is the program you need?
Book a highly useful 2 hour coaching session, and if at the end of the session
it looks like Brand Discovery is just what you need, well deduct the coaching
fee from the cost of the program.

"I really got a great amount out of the time I invested with Rick.
We covered all my objectives and more, and the one to one
meeting was excellent. Rick was extremely professional and
the strategies and ideas were practical, clear and concise.
I would highly recommend to others."
Luke Davies, Davies Construction.

Influence
Amplified.

Coaching &
Consultancy
When it comes to getting you where you want to be, your
strategy requires consistency and an objective voice.
For individuals and business, the ability to strategise, bounce ideas and
call upon an objective voice to work through challenges and
opportunities, can ensure you stay off the treadmill and continue to
project forward.
Coaching sessions can cover items such as:
determination of your competitive advantage
analysing perceptions
social media strategy and its constant evolution
communications strategy
turning challenges in to opportunities
PR management (and strategising to remove risk)
analysis of marketing activities
development of strategic partnerships
development of business cases
pinpointing cause and effect behind negative feedback
monthly coaching to keep focused, relevant and on-brand
Brand strategy consulting with Rick
$500 ex GST for first 2 hour block and $180 ex GST each hour after
Social Media strategy consulting with Nick
$270 ex GST for first 2 hour block and $120 ex GST each hour after

Building Respected
Relationships.

Accelerate
Building your online community through social media
When you've already got a great reputation it makes sense to accelerate it.
Ignoring the rise of social media leaves a huge gap in your marketing strategy but it
also misses the opportunity to listen to your audience in a candid manner.
Effective Naturally offer a low-risk, proactive and strategic approach to using social
media as a central two-way communication tool for your organisation.

Our investment in the very best, market leading software allows us to give
unparalleled performance in:
Publishing - delivering engaging, on-brand content with best practice
Moderation - being part of our own but also the conversations on other pages
Listening - know where your brand is being mentioned across the web
Reporting - get to know consumer habits and access real time page performance
Apps - utilised to run competitions, share content and maximise data capture
Advertising and Performance - keep track of how the dollar is spent right down to
knowing the cost associated for every fan from each campaign
It includes but is not limited to:
integrating targeted platforms that best suit your business need - we can include
Yelp, Facebook, Google Places, YouTube, Google+, LinkedIn, Pinterest, Instagram
& Twitter. We can also include monitoring of your online reputation for mentions
and in reviews sites such as TripAdvisor and UrbanSpoon.
integrating a sales funnel that also attracts signups to build a valuable electronic
database.
a full strategic session and roadmap to subtly shape the conversation, mitigate
potential reputation risks, and educate the market on what your organisation
stands for, the value it offers and its competitive advantage.

Accelerate is payable in monthly instalments including an advertising component


starting at $1770/month ex GST

Brand Workshops
From sit down to flying through the air, there are many ways to build
a culture that lives the brand.

Run Away To The

CIRCUS
Team building goes beyond boring challenges. We build a strength profile of
individuals before the day, then cheekily group them as smaller teams that will
create some interesting circumstances. A day at the circus school challenges
participants to learn circus skills, then market their strengths in an actual circus
performance.

Outcomes include:
Learning the value of brand and what it encompasses
Understanding the importance of brand delivery in matching brand
promise and the role they play in it
Infusing the client brand in to their particular circus performance
Creating a competitive advantage
Overcoming personal fears (like flying) and learning new skills
Creating a more tolerant workplace of individual quirks
Address previously identified team issues
Branded medals for the winning team!
Long term cultural shift rather than a quick dose of positivity.

The Feedback has been sensational. Thanks again for a job well done!
Jordan Szmekura, Carlton United Breweries 2013.

We deliver these workshops once a year to the general public but theyre also
available to industries who may wish to ignite the brand power of their
members.

Learn how to:


Generate positive word of mouth
Declutter a brand to maximise focus and message cut through
Prevent the need for discounting by finding key value and purpose
Create a competitive advantage
Save money on, or maximise your existing advertising budget
Open up more opportunities
Create a calendar to be clear on whats next
Includes a step by step brand workbook

Rick has an uncanny insight into people and business and how the two
should work together. He is highly regarded in achieving strategic
objectives using his unique skills, dynamic personality and extensive
knowledge across many fields with particular expertise in brand innovation
and identity, people diversity, technology and an unsurpassed dedication
to knowing your business.

Rebekah James, Telstra Enterprise Change Management

Is your business where you dreamed it would be when you first started it?

If not, lets make it happen.

SPARC
Mapping your customer emotions throughout their experience ensures
you stay on positive terms and nothing gets in the way of the sale.
SPARC is the Sales Process and Relationship Cycle.
From the moment a potential customer hears your radio ad through to the
moment theyre telling others about the great service you offered them, we
look at every individual impression and map whether its helping or
hindering your opportunity to firstly get the sale, but secondly gain referrals.

We also work to create a smooth workflow so that there are no missed


connections between the steps in the customer experience. These missed
connections can mean customers simply drop off the radar and in extreme
cases they are fatal flaws which can end the relationship forever.

The optimised process is then mapped, with key staff trained on the
reasoning behind each step to achieve maximum consistency.

Speaking
Rick is an experienced speaker and thought leader on fuelling positive
momentum in careers or in business.

Too many people find themselves working in the same position they were
one, two or ten years ago. The struggles they had then are the struggles they
have now.
The three presentations help snap out of the habits that hold us back and
snap in to a world where we spend less time knocking on doors, and more
time seizing the opportunities that come to us.
Keynote presentations::
Snap in to it! - In a world of globalisation it seems the worlds big brands
continue to dominate. This light hearted presentation leaves the audience
with insights in to brand marketing, the power of perception and tangible
ideas they can use today to snap in to a successful business model.
iBrand - a 45 minute presentation for school leavers, using brands as the
language by which teenagers identify with the outcome of teaching them
the importance of owning their unique brand, protecting job prospects and
using social media positively.
BrandYou - aimed at individual professionals who are looking to accelerate
their careers and build influence in their industry.

Each speaking session includes pre-event consultation and collation of


industry information to ensure the presentation is directly on-topic to address
the needs of your audience.

Focus Groups
Unplugged
"It's really hard to design products by focus groups. A lot of times, people
don't know what they want until you show it to them." Steve Jobs
Traditional focus groups often include strong personalities that end up
leading the followers in a direction that doesn't give you accurate information.
Rick Marton is an experienced facilitator that has a chameleon type ability to
become one with the group and extract raw, clear answers through a strategic
conversation.

He understands the intricacies of the conversation but will also pick up


constant information that go beyond the basic answers originally sought. The
benefit to this is that you may uncover a root cause of a problem that up until
that time looked totally unrelated.

Most importantly your brand will leave a sweet spot in the heart of your guests
because they'll actually enjoy their time, feel they've made a contribution and
will share some laughs while doing so.
"Rick has a unique ability to cut through the marketing spin leaving a clear,
concise direction to take your business to the next level."
Bede Clifton - Sales & Marketing Manager, Country Club Tasmania

"We do lighting. We think we do it pretty well, but marketing was something that we'd look at if
and when we had time for it. In tough times, it's even more important to look at new ways of
staying in touch with people and be just as consistent in our marketing as we are in our
lighting. Effective Naturally help us create our direction and they've integrated into our team.
It's actually fun and it's nice that we can focus on what we do, knowing that we're taking all
the right opportunities to build our brand and make sure we're delivering what our customers
appreciate." Lindy Cummins, Halleys Lighting & Design

Events
An event is the ultimate extension of your brand.

We understand they can be a large investment and thats why its so important to
notice every opportunity to leave lasting impressions on your target audience.
We take the time to understand the inner foundations of your brand essence:
why you exist,
the promise you make,
the attitude of the business, and
your unique point of difference.
We then infuse this essence into the creative design and flavour of the event. The
relationships weve grown over the years are built on mutual respect and this
translates to suppliers that are personally charged to deliver to the highest standard.
Weve managed teams of up to 300 crew and suppliers over multi-day events, but
have the versatility to see the smallest details like printing separate place cards for
Vegetarian guests or arranging with the hotel to place personalised baggage tags on
the bag of each guest with a personalised gift.
From gala award dinners to experiential roadshows, our experience in audience
engagement is matched only by the energy and professionalism of our team.

Every impression counts. We deliver on budget, on time and on brand.

Common Questions
Are you a design agency?
No. Graphic designers, web designers and those who do brand identity are absolute specialists in
their field. We work with a range of quality designers who well pick based on who best fits the
needs of our customer. We then help to facilitate that relationship ensuring the design always
matches the essence of the brand. Remember were there to align every impression.
Are you a marketing agency?
Not really. We dont accept casual clients for casual campaigns. Our integrity relies on helping a
company to gain momentum and be more effective in the long term, not just the duration of an
advertising campaign. Because of this we also ensure the brand is refined, the team is engaged, the
customers will be delighted and that theyre likely to be loyal ambassadors for what you do.
Can you manage events?
Yes. We are experienced in managing engaging corporate events. Were versatile in our capabilities
however due to the nature of events will only deliver these for an existing partner client, or for events
that have a labour component of minimum $7,500. This ensures we stay focused on our partner
relationships as event timelines can otherwise be distracting to our normal workflows.
Why do you have to apply to be a partner client?
Not everyone sees things how we see them. The worst possible scenario is if a client simply wants us
to make them a quick buck, or if we dont think their heart is in the right place. All of our clients love
what they do and want to do the right thing by the consumer. If were not 100% sure that this is the
case, we may not offer a partnership. Brand Discovery and Coaching are however open to the
broader public and dont require an application process as long as time is available.

If you have one company as a partner, will you coach others in the same industry?
The short answer is no unless there is absolutely no conflict of interest. We will not ever get in to the
role of strategising against ourselves and thus our own partner clients. This would only end badly!
Do you think traditional advertising is still worthwhile?
Yes. But not as a quick fix. In fact we dont like quick fixes at all. Why do that when you could
otherwise fix something so that it never happens again! All advertising is good to accelerate word of
mouth or grow the size of the business. It all comes back to the fact that advertising is simply the
vehicle, where you drive it and what you fill it with will determine the success of the journey.

Brands we work with.

h alleys
L I G H T I N G

Engagement Events

&

D E S I G N


We can be on your team and your team only.
Apply now as spaces are limited.
effectivenaturally.com 1300 76 23 26

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